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As one of the fastest growing segments of the physical activity sector, virtual fitness is proving to be a particular hit with the female and millennial markets.

That’s according to new research from virtual fitness provider Wexer Virtual, with the company’s Global Consumer Survey shedding new light on the demographics and usage patterns of virtual fitness users in health clubs.

The international report of 1,000 health club users revealed a significant gender disparity, with women making up 71 per cent of all virtual fitness users. Meanwhile, the concept is proving particularly popular among the ‘on-demand’ younger market, with millennials accounting for almost a third of users, and that share is continuing to grow.

“This survey can be used by club groups to personalise and enhance the user experience and in doing so generate greater revenue,” said Paul Bowman, CEO of Wexer Virtual.

“For clubs who manage their group exercise offering well, this data is tremendously valuable in retaining satisfied members and identifying unmet needs to generate new leads.”

The research also highlights the popularity of virtual fitness among loyal gym goers, with 68 per cent of virtual users visiting their club at least three times a week.

Meanwhile, member engagement seems to be on the increase across the board. In 2014, 6 per cent of virtual classes had more than seven members attend, whereas in 2015, 35 per cent of virtual classes had more than seven members attend.